If you have heard me speak on brand or worked with me, you know I emphasize brand clarity, consistency and connectivity. While listening to Alexa’s Flash Briefing, I heard a highlight about the issuance of the three-point seatbelt U.S. patent on July 10, 1962 —… Read more >
My first mentor in brand, Tom, forever changed my understanding of brand. (See Plain Talk post 1 and post 2 for that part of the story.) With the Winn Dixie agency of record account, a new agency officially launched. Tom and Frank offered me an… Read more >
Of course, it must grow while maintaining its reputation and profits. When brand extensions, product lines and new products are developed, strategic questions arise on how we manage these valuable brand assets. The answers have an effect on value creation and brand capital. This is… Read more >
Over the years I’ve heard from many clients how great their customer service is. Yet, many of them have no protocol that enables the employee to handle a customer issue on the spot. Why not give the employee authority to make decisions below a certain… Read more >
